By Alison Lane, Maine SBDC Center Director and Business Advisor
We all know that marketing is essential in small business, but many owners still find it overwhelming. According to Constant Contact’s 2025 State of SMB Marketing Report, small businesses are investing more time and money in marketing and trying out new tools. Yet confidence has slipped.
Only 18% of business owners feel “very confident” in their marketing effectiveness, down from 27% in 2024.
How sure are you that you are getting a return on the valuable hours you spend thinking about and executing marketing efforts?
Where the Frustration Lies
The Constant Contact report highlights why so many small businesses feel stuck. Owners say the biggest challenges are not knowing what is working, high costs, and the time it takes to manage marketing. Others admit they are not sure what content to create or what their customers really care about. In short, effort is high, but results can feel murky.
Navigating Economic Pressures
Adding to the stress are outside pressures with rising costs, tariffs, and supply disruptions creating new hurdles.
| Concern | % of Businesses Impacted |
|---|---|
| Rising costs | 44% |
| Tariffs affecting sourcing | 62% |
| Expect more disruptions | 68% |
In response, owners are adapting in a variety of ways:
| Response | % Taking Action |
|---|---|
| Raising prices | 46% |
| Finding new suppliers | 39% |
| Delaying launches | 22% |
Even with these pivots, only 17% feel “very prepared” to adapt. As Constant Contact noted, this uncertainty also creates opportunities, where efficiency and insights can become a competitive advantage.
New Tools on the Table
Many small businesses are exploring new strategies, and nearly half are now using AI in their marketing. AI helps owners save time, write content, and brainstorm ideas. Businesses using AI are reporting stronger results in email, paid social, and search marketing. Still, concerns remain, including data privacy, brand consistency, and knowing how to use it effectively.
Also of note is that use of video is surging as a preferred tool:
78% of small businesses now use video as part of their marketing mix.
The most common types include customer testimonials, company culture stories, promotional content, and tips or how-to’s. Video offers a trustworthy way to connect with audiences without huge budgets. It has also been proven that video advertising leads to better recollection among consumers, because it evokes more emotion than text or still images.
If you are considering trying video marketing for your business, remember, it doesn’t have to be perfect or polished—in fact, consumers now prefer an authentic approach.
Tried and True Channels Regaining Ground
At the same time, traditional marketing channels are regaining strength.
- Email has nearly doubled in effectiveness since 2024, especially in technology, retail, and professional services.
- SMS marketing is also gaining ground, with strong adoption in health and wellness industries.
These channels remind us that proven tools still play a critical role.
From Guesswork to Growth
The takeaway from Constant Contact’s report is clear. Small businesses are resilient, but there is a need for clarity. By combining proven channels like email and SMS with newer tools like AI and video, owners can begin to bridge the gap between activity and confidence. The future belongs to those who can shift from effort to impact.
With insights and efficiency, small businesses can move from guesswork to growth and be assured that the hours and dollars they are putting into marketing are working.
Request advising today at mainesbdc.org/advising.